Persuasion

Persusation

The use of communication techniques to influence the opinions, attitudes and behaviours of people in a way that benefit the PR people.

• Good or only chpice

• Put their best argument forward

• Connect effectively with people who don’t want to listen

• Building relationship

Principles of Persuasion

1. Flattery

2. Reciprocity

3. Social Proof

4. Principle of Authority

Why persuasion techniques go wrong?

1. Think you’re better than you are

2. Not putting in the effort — Use emotional intelligence

3. Talking too much — Listen

4. Lack of preparation

5. Getting desperate

6. Being afraid of rejection

Rhetoric

The art of persuasive writing and speaking. Effective use of language, arguments and support to persuade the audience.

McGuire Input/Output Matrix

Barriers that messages must overcome to persuade anyone.

• Input: Describes all the communication decisions that the persuader must take

  1. Source — Credible / Expert / Attractive speaker

  2. Messages — How is the information presented?

  3. Channels — Mass media, TV ads, text message, etc.

  4. Receivers — Age group, education level, personality structures

  5. Intent — Aim

• Output: Stages through which a message must pass to achieve a persuasive outcome

  1. Exposure — Has the message reached the intended receiver?

  2. Attention — Were they paying attention?

  3. Liking — Did they like the message?

  4. Comprehension — Did they understand the message?

  5. Remembering — Did they remember the key message?

  6. Behavior change — Have they altered their behaviour?

Propaganda

Misleading information used to promote a point of view. Unethical.

Deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behaviour to achieve response that furthers the desired intent of the propagandist (Jowett and O’Donell)

Systems Theory: Incomplete distorted half-true information in Press agentry is propaganda (Grunig and Hunt)

Examples: Nazi Propaganda, Advertising, Public Health campaigns

Impact of propaganda on public perception

1. Manipulate info and influence public opinion and shape attitudes

2. Evoke feelings such as urgency or fear

3. Undermines credibility by spreading information and casting doubts on reliable sources

4. Confirmation bias

5. Social influence — Present opinions as widely supported

How influencers help with PR

• PR professional use influencer to effectively advocate on behalf of brand values, visions and interest

• Reach new markets

• Experts in their genre — trustworthy and credible